Straight Talk with Nigel Hollis

Nigel Hollis Executive Vice President and Chief Global Analyst, Kantar Millward Brown

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Latest Entry
Wednesday, October 9, 2019

What is driving the crisis in creative effectiveness?

At this year’s Cannes Lions, Peter Field’s analysis of entrants into the UK’s IPA awards declared a crisis in creative effectiveness, blaming organisational short-termism for the decline. At Kantar we have long championed the role of creativity in driving brand predisposition, that if converted into action, delivers short term sales and longer-term equity. So, if award-winning ads are becoming less effective, how can we help restore them to their former strong effectiveness?

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Monday, September 2, 2019

Corporations hate chaos, but creativity originates from it

This title sums up the premise of a talk held by WARC at Cannes Lions 2019. The talk was given by Martin Weigel from W+K Amsterdam and Rob Campbell from R/GA London who promoted chaos as an enabler of creativity.

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Wednesday, July 10, 2019

Creativity’s back and it’s never been less effective

After last year’s Cannes Lions, I opined that there was not enough talk about what we were there to celebrate: great creativity. I’m pleased to report that this year there was much more talk of how to create winning content. But I was shocked – and maybe I shouldn’t have been – to learn that creative award-winning ads have never been less effective.

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Monday, June 25, 2018

Where has all the creativity gone?

In this blog post, Daren Poole, Global Head of Creative, Insights Division at Kantar, gives us his viewpoint on this year’s Cannes advertising festival.

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Monday, April 16, 2018

Creativity wins effectiveness contest once again

My post about the creativity being the variable under a brand manager’s control that had the most impact on revenue prompted Phil Herr to send me the Market Research Council newsletter which details another study of advertising effectiveness. Guess what it lists as number one sales driver?

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Wednesday, May 11, 2016

Creating effective ‘advertising’ in the age of immediacy

We live in an age where immediate response is both enabled and expected. When we post to Facebook or Instagram we feel let down if no one likes or shares it immediately. But just because social media enable us to respond immediately, does not mean that what we respond to has changed, or that any less time and effort needs to be devoted to creating shareable content.

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Wednesday, May 4, 2016

Why does efficiency win over marketing effectiveness?

Chapter 10 of my first book, The Global Brand, is titled ‘Balancing brand strength and business efficiency’ and explores the inherent tension between the two qualities. My proposition was that adopting a global, one-size-fits-all approach can undermine local effectiveness in favor of efficiency.

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Monday, May 2, 2016

AARP parallels #LikeaGirl to disrupt aging

As if to prove that a creative solution can be applied to many different issues, AARP, Inc., formerly the American Association of Retired Persons, has taken the award-winning format applied to such good effect in Always’ #LikeaGirl, and used it to try and change how Millennials view older people.

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